Hugo Boss has ventured into the Kenyan market as it aims to capitalize on the fast growing bourgeoisie community within the country.
The German fashion maker, on Thursday, officially unveiled its Nairobi outlet based in Westgate Mall that exclusively deals in men’s apparels.
According to a news report by Business Daily, the Westgate store, which is the company’s first outlet in East Africa, is valued at Ksh. 173.1 million which is equivalent to 1.5 million euros. Before the stores’ official unveiling, the company sold its authentic attires under Kenyan stores; Little Red and Fazal Group of Companies.
“We decided to start the Nairobi outlet with our anchor brand then expand in the future,” Andreas Pfeiffer, the Hugo Boss Head of Africa operations is quoted as saying by the Business Daily.
According to Mr. Pfeiffer in the news report, the outlet will be manned by five locals with varying international experiences since the store will attract a diverse range of clients.
Taking the Kenyan store into account, the designer clothes line currently has 31 outlets across 26 countries in Africa. Mr. Pfeiffer similarly revealed that the superstore is eyeing Ethiopia as its next base of operations within East Africa.
The 94 year old fashion house headquartered in Metzingen , Germany was founded in 1924 by Hugo Boss. The fashion house initially focused on World War 1 uniforms but following the death of its founder in 1948 the brand turned its focus to designing men’s suits.
Since going public in 1988, the company has added a fragrance, women’s and children line under its collection. It has since evolved into a major global fashion house with more than 1,100 company-owned retail stores across 127 countries worldwide and 14,000 employees under its name.
Some of the collections under the apparel manufacturer include: BOSS, BOSS Orange, BOSS Green and HUGO.